Download - Mary Meeker Internet Trends
Overview
Each year Mary Meeker produces a comprehensive look at the
internet trends that are affecting us now, and for the coming
year. We have looked to condense this for you to take the key
highlights for your organisation. We have also added our own
insight to contextualise the findings as much as possible.
While these trends are important, they are at a top level as well
as focusing mainly on USA and global trends, therefore make
sure to place them within that framework when reviewing.
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Key takeaways
• Need to look at content and approach to succeed in a mobile
first world
• Adblocking is worth noting, but see it as an opportunity rather
than a threat
• Video needs to progress, but key stakeholders making
progressive movements
• Messaging at the core of mobile use, look to the Far East to see
where UK market should progress to
• Voice search and Artificial Intelligence are the next steps in
technological progression, advertising methodology will follow
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Still no ‘silver bullet’ for mobile
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• As with most of our clients, Legacy media still
makes up for the majority spend
• This is because it has a proven track record and
matured methods of response
• While Internet advertising as whole is on par
with time spent, mobile is far behind
• For us this shows how advertising delivery
hasn’t truly been figured out
• The experience for both delivery and tracking
are fragmented, which leads to scepticism in
results
• The likes of Facebook and Snapchat are using
their native, in feed platforms to make the
experience as intuitive as possible, which is why
they are the ones making the biggest strides
with advertisers
• The ‘$22b opportunity’ is there for Facebook,
Snapchat and Google to push towards. As they
continue to adapt to user experience that then
opens the door to allow advertising to be
accepted
Adblocking is a symptom of the experience
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• While adblocking is the new area that the media
press are focusing on, like viewability and fraud
were for the past 2 years, it shows us a
symptom of what happens when advertising
pushes beyond the accepted level
• Intrusive ads, larger data bills, slow load times
and fragmented experience all lead to a 22%
rise in adblocking in the UK YOY
• The tracking element has also not been
properly communicated which has led to a
distrust of what is being recorded by media
owners and advertisers
• While it was a steady rise on desktop, the
smaller screen size and personal connection
with our smartphones means the trend has
been accelerated on mobile
• Native and in-feed offerings such as Facebook,
Twitter and Buzzfeed are finding ways to make
advertising work for both the user and the
advertiser. Like with the previous slide, these
will be the winners while those who fail to adapt
will continue to see adblocking rise on their
sites and traffic eventually fall away
Video is still in it’s infancy
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• Video is the most engaging form for advertisers
and users, and often given the ominous
challenge of being the channel which can take
on TV
• While it is a great medium and definitely the
one in which we have seen success in for our
clients, the issues that the report mention are
ones we must consider
• It seems video still needs to find its footing in
terms of where it sits in the user journey and
how it is interacted with. As with the previous
slides, mobile adds another dimension due to
how It changes user behaviour
• The success MC&C have found it rooted in
using video as an initial engagement driver and
then using tracking to guide those who have
watched the content with more DR-centric
digital channels such as Display and PPC. We
can then use attribution to give value and prove
the worth of video
Video evolutions
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• As video is looking for ways to grow, we have
seen the leaders such as YouTube and
Facebook innovate and adapt
• YouTube released a new format called ‘Bumper
Ads’ which are 6 seconds long and non-
skippable. We believe this is their attempt to
align with the amount of advertising time TV
takes up, as can be seen in the table below:
• The format does add creative limitations but
can be built in an engagement journey along
with other digital elements
• Facebook are also changing their algorithm to
promote video higher than images, as well as
suggesting content similar to ads to make it as
assimilated as possible
Average Length of
content (minutes)
Length of advertising
(minutes)
% of
total
60 9 15%
4 0.6 15%
Accelerated channel growth
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• As each new channel enters the market, it does
so at a faster pace
• The Internet’s growth is one that shows even
with a channel that is not yet mature,
advertisers are pushing into it as they see the
opportunity to get in front of users
• As areas such as content, video and social
become more prominent and mature, MC&C
expect this trend line to level off but offer more
returns on larger investment from our clients
• It will take a step change in how to approach
digital, due to the difference in the way it is
delivered and consumed
• TV’s sustained growth is great to see, with all
the developments throughout the industry,
MC&C still see our key channel holding strong
and even improving
• TV will always play a pivotal role in media
strategy, and it will only become more
connected with digital in the future
Social part of the buying journey
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• Users are now looking to social to inform about
what they buy, especially with images
• Pinterest is the standout player here, with a
much larger % than others, which makes sense
given the type of content used and created on
the platform
• Pinterest recently started allowing advertising
in the form of ‘promoted pins’ and have seen
great success in engagement and direct
response
• Instagram have realised this potential by
opening up opportunities for businesses,
allowing for ‘shop fronts’ and buy buttons
• We imagine that e-commerce functionality will
make its way into the social space in the next
two years, and images/video will be a key driver
to get users to purchase
• This will further push the reliance of areas
outside of clients control for both brand
awareness and purchase. The internet
experience continues to become more localised
in certain apps and sites, meaning brands now
need to go to the consumer
Messaging accounts for a large amount of mobile use
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• Messaging is a large amount of users daily
lives, and a variety of apps are used to
communicate with friends, and more recently in
the UK, organisations
• As the messaging apps get built out, more and
more functionality is added
• WeChat and Line are already established in
China and Japan for building payment, search
and web functions within their apps
• Facebook Messenger has made movements into
this area, allowing businesses to interact with
users and complete customer service tasks
• While useful, and a step in a positive direction
with mobile experience, it needs work to
overtake the ease of using traditional forms of
search and discover
Messaging links with the overall mobile framework
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• Interesting to see how messaging apps are
linking with social platforms to facilitate
purchase
• As noted earlier, Instagram are moving towards
more business focused metrics in the UK, which
could be a move to mirror the way purchase
happens in the Far East
• Facebook owning the properties of Messenger,
WhatsApp and Instagram allows for it to have
penetration across many different areas of
discovery and search and be well set up for
future innovations in this space
• An evolving space, it is one that we want to
keep an eye on, as with the wider ‘mobile
payments’ development, but as of yet it would
not be a key area to invest in over more
traditional routes
• Large social presence allows for a quicker
uptake of these changes when they become
more established, as well as a good content
generation framework
Traditional communication still very important
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• While all these developments are very
important, our target markets are still
dominated by phone response
• Web chat is growing across all sectors, but we
need to make sure we utilise the best response
rates
• We would always look to guide users in the best
way for them, and often this is taking the
journey back offline
• The optimum method under this framework is:
Offline discovery (TV/Print/Radio)
Online research (Social/Display/Video)
Offline conversion (Phone/Direct Mail)
Voice and AI are the next big advancement
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• Traditional methods for discovery are changing
along with the advancements in technology
• Now voice recognition is over 90%, the ease of
use jumps up significantly. As Andrew NG point
out:
• The likes of Amazon Alexa, Apple Siri and
Facebook M are using artificial intelligence to
push the voice activation further and achieve
more complicated tasks
• As this behaviour becomes more engrained, the
likes of PPC and SEO will need to adapt to make
sure we stay in front of users wanting to
discover information our organisations can
answer
No one wants to wait 10 seconds for a response.
Accuracy, followed by latency, are the two key
metrics for a production speech system
Thanks
Please contact [email protected] to
learn how we can build this into your
organisation’s thinking